Interestingly, Kendall Jenner handing a cop a Pepsi and thereby brokering a solution to complex problems has the exact same theme as the most famous soft drink campaign ever, “I’d like to buy the world a Coke.” But Coca-Cola had three things going for it with that spot: 1) It first ran in 1971, when brands cheering on diversity was fresh and seemed like part of the solution; 2) it was vague enough to not be shredded for co-opting imagery of the era; and 3) it represented peace, but didn’t depict the implied conflict.

The Pepsi ad, on the other hand borrowed the visual cues and, more importantly, the frustration of a movement that has defined this decade: Black Lives Matter. In the clip, a marching crowd — full of that electric “this is our moment” energy — inspires a model (surrounded by artifice), a musician (practicing on a rooftop for no audience), and a photographer (who is almost confusingly enraged by her tear sheets) to take to the streets. Then, when Kendall rips off her wig and shares a Pepsi with a police officer, the crowd erupts in joyous applause.

This is their moment all right, and one beautiful person just showed an entire generation how to create change with help from a cold soda. It’s almost too easy to mock, but it does beg a bigger question: In an age when brands neatly notch into every part of our lives, is there a place for them in the protest conversation?